Harnessing technologies like Augmented Reality (AR) and personal digital assistant, the initiative aims to reach 1 crore women across India
To raise awareness on important women’s health issues around anaemia, breastfeeding and menstruation, Emcure Pharmaceuticals has launched the EmWocal initiative. It is an awareness campaign that has been launched in association with the Federation of Obstetrics and Gynaecologists of India (FOGSI). Harnessing technologies like Augmented Reality (AR) and personal digital assistant, the initiative aims to reach 1 crore women across India. EmWocal campaign will be live in nine Indian languages (Hindi, English, Odia, Marathi, Tamil, Telugu, Kannada, Malayalam and Bengali).
At the core of the EmWocal campaign will be smart kiosks displaying QR codes installed at the waiting areas of hospitals and clinics. This is to make sure that the long waiting time to see the doctors can be well utilised by visiting patients in educating themselves. Women scanning the QR code will be guided on to AR videos, Frequently Asked Questions and chat with a personal digital assistant among others. Patients will also be asked to partake in the digital interaction related to their basic health and lifestyles. The nudges provided by the personal health assistant during the AR journey will help patients discuss their problems with doctors and in turn help doctors having better informed patients.
Namita Thapar, Executive Director, Emcure Pharmaceuticals has been actively steering Emcure’s efforts in this direction.
Continuing the conversations on women’s health, Emcure also commissioned the Indian Women’s Health Report 2021 which highlighted that 84 per cent working women have faced stereotypes/judgement around periods including being asked not to go near sacred spaces. 67 per cent of the women respondents had said that talking about health issues is still considered a taboo in the Indian society.